Aldi expands partnerships, REWE launches price offensive, Albert Heijn makes plant based more accessible and Intermarché’s introduces new private label products.
At a Glance
In this instalment, our analysts for Europe offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:
Aldi Süd launches new IKEA lockers
The German discounter has expanded its partnership with the furniture giant to provide shoppers with collection options from its carparks near major cities such as Munich. The new locations will enable shoppers to pick up online orders directly from the lockers, saving them from having to visit larger, out of town IKEA stores. The partnership is not new to Aldi Süd, who launched this service in Switzerland last year.
Senior Insight Analyst, Michela Pearson’s view:
Discounters are continuously looking for ways to drive additional footfall into store, and these third-party partnerships provide a win-win situation for both retailers. Aldi has recently ended the trial of its own click-and-collect lockers and seems to be investing more on its home delivery service, especially with the recent appointment of former Rohlik executive as CEO for home delivery as of 1st October. Suppliers to the discounter should prepare for more online opportunities via the Mein Aldi home delivery service.
BILLA launches price offensive in Austria
The REWE Group’s supermarket banner has launched what is it calling the largest price offensive in its company history, with the “Immer Clever Preis” (always clever price) programme. The discount price match scheme will affect up to 3,000 products across both name brands (circa 40%) and private label ranges, including the entry level Clever. At the same time, BILLA has also recently changed its 25% off coupon system, automatically applying the most favourable discount for shoppers directly at checkout.
Senior Insight Analyst, Michela Pearson’s view:
BILLA has struggled in Austria lately, with strong competition from market leader Spar and the discounters impacting sales. Coupled with growing financial pressures on Austrian households, it is unsurprising that the tough trading environment has led to widespread price reductions and promotional changes. Suppliers to the Group should prepare for tough negotiations on price to continue in the medium term.
Albert Heijn makes plant-based proteins more accessible
The Dutch retailer is making plant-based choices easier by placing plant-based mince and burgers directly alongside meat, chicken and hybrid alternatives on the same shelf. The initiative aims to increase visibility and accessibility of lower-impact food options, helping shoppers make more conscious and affordable purchasing decisions.
Insight Partner, Dan Butler’s view:
by integrating products within the main meat fixture rather than separating them into a dedicated vegetarian section, Albert Heijn reduces barriers to trial and encourages more shoppers to consider plant-based and hybrid alternatives as part of their regular shop. It also demonstrates how retailers can use merchandising and shelf layout to support sustainability goals, making lower-CO₂ choices more convenient while maintaining shopper choice and value.
Intermarché launches 100 new private label products
The French chain is expanding its ranges to meet evolving shopper demand, focusing primarily on three key pillars: health, joy, and responsibility. Spanning several categories including fresh, confectionery, food-to-go and health and beauty, these products bring the total of new private label launches to 260 for the year.
Senior Insight Analyst, Lucy Beaumont’s view:
Intermarché has a goal for private label to account for 40% of its total revenue in the next three years, and these new product launches display its commitment to bringing innovation and meeting the daily needs of French shoppers. Private labels in France are under pressure from national brands, and retailers are fighting back by developing their ranges. Intermarché in particular is focusing on health and sustainability to stand out, displaying NutriScore and Yuka ratings for its products.
What to read next: What we learned in-store at Mon Marche.fr
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